Snapple case imp
SNAPPLE CASE
Table of Contents Question 1 ......................................................................................................................... 3 Figure1. Stages of managerial approach towards market. ..............................................................................3
Question 2 ......................................................................................................................... 4 Question 3 ......................................................................................................................... 5 Table 1. SWOT-analysis.....................................................................................................................................................5 Table 2. Depravity-deprivation scale ..........................................................................................................................6
Question 1 In the period of 1972 to 1993, why do you think that Snapple flourished when so many small Start-ups premium fruit drinks stayed small or disappeared?
I would highlight several roots of Snapple’s success on the market during first 20 years:
A. The start-up of “Snapple” business was based on Demand approach. Founders identified growing popularity of natural fruit juices influenced by atmosphere of 1960s.
B. They were developing their business in a consistent manner in accordance with its growth
(see Figure 1):
a) Production concept – «100%
Natural», outsourced
b) Product concept – broaden product portfolio, outsourced product development
c) Selling concept –network of distributors, mostly independent ones distributing via cold channel. Covering New York at the beginning and expanding throughout East Coast.
d) Marketing concept – hired top-professional who improved label design, invested in promotion as an offbeat mix of
PR and advertising.
Figure1.
Stages of
Table of Contents Question 1 ......................................................................................................................... 3 Figure1. Stages of managerial approach towards market. ..............................................................................3
Question 2 ......................................................................................................................... 4 Question 3 ......................................................................................................................... 5 Table 1. SWOT-analysis.....................................................................................................................................................5 Table 2. Depravity-deprivation scale ..........................................................................................................................6
Question 1 In the period of 1972 to 1993, why do you think that Snapple flourished when so many small Start-ups premium fruit drinks stayed small or disappeared?
I would highlight several roots of Snapple’s success on the market during first 20 years:
A. The start-up of “Snapple” business was based on Demand approach. Founders identified growing popularity of natural fruit juices influenced by atmosphere of 1960s.
B. They were developing their business in a consistent manner in accordance with its growth
(see Figure 1):
a) Production concept – «100%
Natural», outsourced
b) Product concept – broaden product portfolio, outsourced product development
c) Selling concept –network of distributors, mostly independent ones distributing via cold channel. Covering New York at the beginning and expanding throughout East Coast.
d) Marketing concept – hired top-professional who improved label design, invested in promotion as an offbeat mix of
PR and advertising.
Figure1.
Stages of